Introduction 1 About This Book 1 Foolish Assumptions 2 Icons Used in This Book 2 Beyond the Book 3 Where to Go from Here 3 Part 1: Getting Started with Adobe Analytics 5 Chapter 1: Why Adobe Analytics? 7 Understanding Why You're Using Adobe Analytics 8 Avoiding HiPPO! 8 Knowing when you need Adobe Analytics 10 Knowing the difference between reporting and analysis 10 Identifying Where Adobe Analytics Data Comes From 11 Capturing data from websites 12 Capturing data from mobile devices 14 Mining data from native apps 14 Data from IoT and beyond 15 Configuring and Analyzing Data 16 Preparing to slice and dice data 16 Optimizing your raw data 17 Being a data collection detective 17 Situating Adobe Analytics in the Universe of Data Analysis 19 Surveying how Adobe Analytics stacks up 19 Understanding how Google Analytics fits into the picture 22 Evaluating plusses and minuses 25 Noting other analytics options 26 Building a Positive ; Relationship with Your Data Team 26 Chapter 2: Basic Building Blocks of Reporting and Analysis 27 Standard Categories of Measurement 28 Defining Dimensions 29 Using the page dimension 30 Knowing when a page is not a page 30 Appreciating the foundational role of the page dimension 31 Splitting dimensions with breakdowns 32 Measuring with Metrics 33 Defining hits 33 Measuring page views 33 Counting visits 34 Identifying unique visitors 36 Understanding deduplication 37 Trending metrics 38 Calculating metrics 38 Measuring with Segments 39 Using Report Suites 41 Breaking it down in the real world 42 Using Adobe Experience Cloud Debugger to identify your report suite 43 Chapter 3: Conquering the Analysis Workspace Interface 45 Surveying the Analytics Environment 46 Zooming In on the Workspace 47 Creating Your First Project 48 Understanding the Calendar 51 Using Analysis Workspace Panels 53 Adding Dimensions, Metrics, Segments ; and Time Components 56 Adding a dimension 58 Adding a metric 59 Adding a dimensional breakdown 59 Adding a segment 60 Adding a time 60 Navigating the Menu Structure 62 Part 2: Analyzing Data 65 Chapter 4: Building Analytic Reports with Freeform Tables 67 Working with Dimensions and Metrics 67 Wrapping your head around dimensions 68 Combining dimensions and metrics 68 Adding Dimensions to a Table 70 Adding the page dimension 70 Analyzing a second dimension using the visit number dimension 71 Mixing in the marketing channel dimension 72 Zooming in with Multiple Metrics 73 Replacing a metric 73 Adding a second metric 73 Throwing a third metric into the mix 74 Sorting and Filtering Data 75 Sorting freeform tables in ascending and descending order 75 Filtering freeform tables based on a word or phrase 76 Advanced filtering of freeform tables 77 Dropping into the Segment Drop Zone 78 Dropping one or more segments into the drop zone 78 ; Using metrics, dimensions, and time ranges in the drop zone 80 Exploiting the Value of Templates 81 Looking at the content consumption template 82 Examining the products template 83 Using custom templates 84 Creating custom templates 84 Chapter 5: Using Metrics to Analyze Data 87 Analyzing Time Spent 88 Counting total seconds spent 89 Measuring time spent per visit (seconds) 90 Identifying time spent per visitor (seconds) 91 Calculating average time on site 91 Assessing mobile app time spent 92 Using Metrics for Bounces, Bounce Rate ; and Single Page Visits 93 Understanding Metrics Unique to Adobe 94 Counting instances 94 Measuring occurrences 94 Averaging page views per visit 96 Averaging page depth 96 Distinguishing page hits from page events 97 Identifying pages not found 98 Measuring visitors with Experience Cloud ID 98 Analyzing single access 99 Analyzing visits from search engines 99 Using the people metric 99 Exploiting Product and Cart Metrics 100 I.
